MECHANISM FOR ASSESSING THE VALUE OF ENTERPRISE TRADEMARKS

Abstract

The relevance of the topic of assessing the value of a trademark is due to its role as a key intangible asset that forms the competitiveness of a company, affects the financial results of its activities and largely determines the value of the business structure as a whole. The estimated value is necessary when concluding agreements for the purchase and sale of a trademark or business as a whole, for attracting investments, putting a trademark on the balance sheet, making effective management decisions, granting rights to use a trademark to third parties, legal resolution of disputes, etc. The purpose of the study presented in the article is to develop a mechanism for assessing the value of a trademark. The methodological basis of the study is a systematic approach, analysis and synthesis, observation, comparative analysis and the method of expert assessments. The article highlights the features of reflecting a trademark in the financial statements of an enterprise, and a mechanism for assessing the value of a business structure's trademark is developed. Within the framework of the developed mechanism, the principles of trademark valuation are formulated and described, in particular, such as compliance with International Valuation Standards, legislative, regulatory and other requirements in the jurisdiction of the valuation object; compliance with the intended use by the target user; maximization of the use of observed input data; quality control of the valuation process; the concept of best use. The advantages and disadvantages of applying market, income and expense approaches to trademark valuation are analyzed, on the basis of which a conclusion is made and substantiated regarding the priority of applying the income approach. The features of asset valuation methods within the income approach are characterized. The stages of the trademark valuation process are proposed and described. The source, content and impact on the value of the trademark of the synergy effect when combining the brand with other assets of the business structure are revealed. The practical value of the research conducted in the article lies in the possibility of using the proposed mechanism by owners and managers of business structures to assess the value of the brand and the business as a whole in order to attract investors, creditors, make effective management decisions, etc.